Interviews - Topic 5 (part 3) - Theory and Methods

Structured (Formal) Interviews 

Structured interviews (and interviews in general) are a widely used research method in gathering data in Sociology. They involve an interviewer asking a number of closed questions that can be pre-coded - this coming allows answers to be put into quantitative data and statistical form (suitable for Positivists - Can you name a Positivist Sociologist?).

Advantages 

- Structured interviews can be seen as more reliable as the study can be repeated using the same questions and this can allow for comparisons with other studies

- pre-coded questions and answers can be turned into quantitative data (positivists)

- they are a better way of getting questionnaires completed - postal questionnaires have a low response rate

Disadvantages 

- answers are limited ("yes, "no") as the interviewer imposes limits with closed questions 

- they are more time consuming and costly than closed questionnaires

- possibility of interviewer influence and interviewer bias 


Unstructured (informal) Interviews 

Unstructured interviews are much less formal and structured, for example there is no set list of questions, no closed questions. Questions will be open-ended and interviewees can elaborate freely with their answers. The interviewer wants to draw out in-depth, detailed information on the participants own experiences, feelings and opinions. An example that always comes to mind when I think of unstructured interviews are TV talk shows where the host and guest talk freely over a period of time. A further example is podcasts where conversations can go on for over 3 hours and the interviewer and guest talk back and forth freely, sharing ideas, stories and anecdotes - think of the Joe Rogan podcast.

Another form of unstructured interview can be group interviews, also known as focus groups, where a group of people sit in a room and share ideas and opinions on at topic.

Advantages and Strengths

- They are more valid (validity) than structured interviews. Interviewees can provide more in-depth information and they are free to answer in their own words, rather than selecting from pre-set "yes' "no" answers. This is preferred by interpretivist sociologists.

- The interviewer can adjust or further explain questions, or ask in another way to gain more in-depth information and probe further for a better understanding

Disadvantages

- time consuming and costly, this means fewer interviews conducted, meaning less representativeness. 

- less reliable than structured interviews as questions can be asked in a variety of way and the stud cannot be replicated

- group interviews and focus groups may have elements of peer pressure and participants may not state their true feelings in front of the group

- interviewer bias


What is interviewer bias?

Interviewer bias refers to the way the interviewer may influence the answers of participants. Everything from their features, clothing, facial expressions, age, gender, tone of voice can have an influence on the answers. 

Participants may wish to try to please or impress the interviewer rather than being fully honest and truthful. 

Unstructured interviews in particular can fall into this trap as there is more time and freedom for the interviewer to influence the interviewee. 


In conclusion!

Different types of interview can be used for different purposes. They each have advantages and disadvantages so the decision over which to use comes down to the theoretical perspective of the researcher. Positivists will seek out data that can be quantified and compared, whereas interpretivists will opt for other methods that allow for more in-depth information.











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